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A WNCN report noted, “After TODAY Show produced a segment as part
of their #Love YourSelfie campaign in which mannequins were created
in the image of five real people, JCPenney acquired those five displays
for their Manhattan Mall storefront.”
Is this a good idea or do clothes just look better on a traditional mannequin shape?
It happens to me all the time—it looked great on the store mannequin but not so great on me at home.
Todd Dittman, executive director, Association for Retail Environments
Having more life-like mannequins as an option definitely
gives the consumer the advantage of making a more confident and educated purchase without the fear of being
arrested by the fashion police if the brand is true and functions with integrity. An advantage and disadvantage of life-like mannequins are that they offer potential to limit sales because all styles and
brands are not one-size/style-fit-all, or they can open up potential sales for
demographics who may have not considered a brand because a visual is
Nowadays, brands should realize that their target demographic is dwarfed
by the majority who are non-mannequin-like. … If there is room to display the
merchandise traditionally and life-like wise, I say embrace both because
the consumer will evolve into a brand client who will become a loyalist
because he can see the potential from both angles without a mirror.
Marguerite Mason-Wilson, merchandise coordinator
GIII/Calvin Klein & Tommy Hilfiger Luggage, New York
Kudos to JCP’s VM department for thinking outside the box
and offering the customer a realistic take on the shopping
Jetun Bailey, volunteer
Ruth’s Closet, Baltimore, Md.
Running through August, JCPenney’s display featured mannequins in
various sizes and shapes, including some with physical challenges.
The mannequins were produced by A. R.E. member Fusion Specialties.
Great job, JCP! Real life, real people! If you see an item on
a real life-like mannequin, you can envision it on yourself.
Too much emphasis is put on a thinner body. Not everyone is
thin, as we all know!
Gina Nannola, retail visual merchandiser
Carter’s/OshKosh, Paramus, N.J.
JCP’s project was very thoughtful and made the story obvious to consumers. However, I can’t help but like the way it
was done last year in Zurich more. There, the mannequins
were integrated into groupings of typical mannequins. That
approach seems more representative of society.
Jo Rossman, LEED AP ID+C, editor, Retail Environments magazine
Retail Environments Insights Center
Does the larger lady wish to see her size in the window?
Do I wish to see a 50-year-old mannequin in the window? No.
A good window should inspire us, not remind us of our shape
Deborah Flowerday, freelance visual merchandiser and lecturer
London College of Fashion
shaped like real people
A campaign for the International Day of Persons with Disabilities placed
mannequins with physical challenges alongside traditional mannequins on
Zurich’s Bahnhofstrasse. See how they were created at bit.ly/1eRDXSg.